A year after launching “Coffee for Coffee People,” Peet’s is back with new spots for the platform by Mischief @ No Fixed Address—this time digging into the obsessiveness Peet’s employees have for their craft, seemingly at the expense of everything else.

The ads feature folks including the Peet’s roastmaster and design team, whose interest in anything beyond making excellent coffee is questionable. The spots have the same wry comic tone as last year’s launch ads, but are a little quieter and less cartoony.

Along with the :30 above, check out the series of :15s below.

As with the launch spots, the backdrop here is that the coffee industry has gotten a little silly in chasing trends and foofy beverages. The message is that Peet’s takes coffee more seriously, which coffee people will appreciate.

“The coffee industry has started to veer more toward style than substance, and the result can be overwhelming menus and long waits,” said Jessica Buttimer, senior VP of brand and DTC at Peet’s Coffee. “Our new ads remind coffee people that at Peet’s, we pour all our attention into the one thing coffee people truly want: really great coffee.”

“We’re almost as obsessed with this platform as Peet’s is with making coffee,” said Kevin Mulroy, executive creative director at Mischief. “For 58 years, the people who literally taught Starbucks how to make coffee have stuck to what they do best, fashion and flavor trends be damned. Do you think Peet’s cares that I just cussed in this quote? They do not. They were too busy making incredible coffee.”

Also read: Peet’s skewers the coffee industry’s outlandish fads in first ads from Mischief

Buttimer said the brand seen an increase in online orders, store traffic and app downloads, as well as a lift in sales and over 1 billion earned impressions, since “Coffee for Coffee People” launched.

The new ads follow research from Peet’s that said 74% of coffee lovers consider their cup of coffee the best part of their days; 87% know a good cup of coffee from a bad cup; and 36% would go as far to consider themselves a coffee connoisseur. 

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